OBJECTIVE / PURPOSE

The Marketing Manager, Teacher Experience will lead cross-functional partners (product, sales, ecommerce, Information Services, Operations, agency, etc.) to drive efficient and effective sales growth against a specific customer/audience (College, High School, Middle School, and/or Districts / Elementary). Driving demand for the breadth of Carolina’s curriculum, consumable, and distance learning physical and digital products, The Marketing Manager will lead marketing strategy development, drive plan alignment across stakeholders, and effectively execute plans with partners to support overall Business Unit objectives specific to your audience. This position will strengthen irrational loyalty, drive aggressive sales growth, and cultivate collaborative relationships with product management, sales, and agency teams.

MAJOR RESPONSIBILITIES AND FUNCTIONS

• Be THE customer audience champion : Be the sought-after audience expert - know the audience insights (usage, unmet needs, pain points, journeys, etc.) better than anyone else in the company. Ensure this knowledge is rooted in data and observation. Develop learning plans to understand what we do not know yet including hypotheses and subsequent tests. Champion our audience at every appropriate opportunity to ensure the organization focuses on improving their experience.
• Lead Annual Planning : Assess our business relative to YAGO to uncover or confirm insights, trends, and opportunities to grow the business. Be the owner and developer of an annual plan based in insights – e.g.: jobs to be done, unmet needs, seasonal relevance. Partner with product teams to understand their objectives so plans help them over-deliver. Start with a customer-centric focus to develop marketing objectives, strategies, and tactical plans inclusive of measurement and optimization; ensure alignment at the BU-leader level.
• Build the Brand : Be the marketing thought-leader for our audience. All plans must align to the Carolina Brand Standards and aim to augment the parent brand and any relevant sub-brands’ equity. Plans must be customer-centric and deliver the most personalized experience possible leveraging the most relevant capabilities to build irrational loyalty. Expand our mix, responsibly, beyond email marketing to a broader mix of channels to reach more customers in more relevant ways while spending scare resources efficiently.
• Execute with Excellence : As plan development owner, the Marketing Manager, Teacher Experience owns and oversees the plan execution and is accountable to develop well-informed briefs to set cross-functional teammates up for success and use resources efficiently. Has the responsibility to execute plans on time, within budget, and against the Carolina Brand Standards to drive consistency across audiences resulting in a “One Carolina” experience while remaining hyper-relevant to our target audience.
• Test, Measure & Optimize : Ensures plans are working to accomplish our sales goals. Each tactical element must include measurement, a clear measurement cadence, and a ready-to-execute alternative (inclusive of stopping activity) should the tactical execution fall short on expectations. Plans should include “test & learn” activities and new-to-us and/or avant-garde channels as appropriate to grow Carolina’s knowledge of the most effective and efficient ways to engage evolving customers and drive sales. Testing should represent 20% or less of the plan.
• Develop People : Is responsible and accountable for others’ success which is paramount in making Carolina a leader in our industry. Is responsible for self-development and growth – actioning 360 feedback, embracing IPD and ensuring any direct reports (DR) get the coaching and care required to grow their skills and careers and to help them showcase their talents and achievements. Similarly, set up cross-functional teammates for success and share the wins while taking accountability for any shortcomings as the team leader.

POSITION REQUIREMENTS

Education: Bachelor’s degree in Business required (concentration in Marketing is ideal); MBA preferred.

Experience: 5-10 years classical brand management marketing experience in CPG, education, or other translatable industries

Specialized Training/Skills: Must be proficient in all Microsoft office tools, HubSpot, Salesforce and understand how to use basic office equipment.